Sales letters are an excellent way to generate prospects and customers for your small business. However, there is a science to crafting a sales letter that causes the reader to take action. Ultimately, when it comes to marketing your business, it isn't about you. Instead it's about what your product or service can do for the consumer. A successful sales letter builds rapport, establishes credibility and provides information about a product or service that will solve a problem.

Step 1

Learn about your market. To provide content that leads to sales, you need to know what motivates your market to buy, the language it uses and what problem it needs solved. For example, many people want to lose weight, but a mother's motivation is different from a man who suffers from heart disease. A sales letter for moms will focus on losing baby weight and feeling beautiful again, whereas a letter for men with a heart condition will focus on health.

Step 2

Speak directly to your customer by using the information you learned in Step 1 to focus on their needs and use their language. For highest returns, customize your sales letter by using your customer's name and other personal information. Keep your letter consumer-oriented by using "You" instead of "I" or "we" as much as possible.

Step 3

Grab attention immediately with a benefit-oriented headline. Make a promise that focuses on the market's needs. For example, a compelling weight loss headline for men suffering from heart disease would be, "Lower your risk of heart attack by 20 percent!"

Step 4

Focus on the benefits your product or service provides, not the features. Benefits are the solutions your product or service delivers. For example, "We provide fast service," is a feature whereas, "Start using your widget in one hour," is a benefit. Consumers are more likely to buy if they can picture how the product or service will directly impact their life.

Step 5

Build credibility and provide proof of your product or service. Let the reader know why you're the best source for the product or service and why your product or service is the best one available. Experience, education, data and testimonials all help build credibility and proof. The Federal Trade Commission has strict rules for marketing materials that use data and testimonials. You can avoid problems by being honest and letting readers know whether or not customers who provided testimonials received free products or services or other compensation.

Step 6

Tell readers what to do next. Readers need details on what they need to do to get your product or take the next step in process. "Call our toll-free number to order now," "Return the enclosed card to order now," and "Click the Order button to get your Widget today!" are calls to action.

Tip

Test your sales letters to see what leads to the best results by creating several versions of your letter each with slight variations such as a different headline.